Australians are increasingly purchasing their vegetables fgrom specialist greengrocers, according to a study conducted by Project Harvest.
The study fund that Australian’s purchasing beans and carrots at greengrocers has increased 37 per cent and 25 per cent, respectively in the year since June 2014.
“We know that consumers enjoy the convenience of the major retailers, but this latest data suggests that for some Australians, there are other factors that are increasingly leading them to shop at specialist vegetable retailers,” said Kurt Hermann of industry body Ausveg.
Hermann said the study suggests that while that majority of Australians still shop at major retailers, trips to local greengrocers are complimenting those larger shopping trips, with many consumers seeking a more ‘experiential’ shopping experience.
“Many consumers say they shop at their preferred retailer because of the people, or because of the overall atmosphere and shopping experience there – and it looks like they’re finding this at the local greengrocer,” said Hermann.
The Project Harvest study was funded by Horticulture Innovation Australia and the Australian government.
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